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‘How are you aligning your marketing and sales organizations?'

Martyn Etherington, VP-worldwide marketing, Tektronix

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“Why do so many companies worldwide still fall short of realizing sales and marketing alignment? In short, two functions separated by a common language. There are not enough fact- and data-based conversations about the No. 1 goal—how do we create and keep customers? The formula is simple: shared versus common goals, centered on a market/customer-driven strategy, structural and process alignment, and shared risk/rewards. Also recognizing that sales and marketing alignment is a relationship and, like all relationships, requires constant nurturing and attention, underpinned with frequent and open communications. It is about being relevant to our customers and pursuit of the only shared sales and marketing metric that counts—growth.”
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